"CHOPPED & SCREWED"

Crown Royal

Brief

To put together an integrated creative idea that showed how Crown Royal 18 honors the time it takes to reveal the extra rare expression that comes from within urban communities – just like that of a unique blend of whiskies; proving Chopped & Screwed and Crown 18 are a masterclass in blending.

Approach

This campaign celebrated the extra rare gems within the Houston community –breaking the rules of traditional luxury and leaning into the vibrant, neo-luxe world of Crown Royal 18 Year Old. Held on DJ Screw Day (June 27th), the Chopstars founder, OG Ron C joined forces with Dr. Anne Lundy & the Scott Joplin Orchestra for a Chopped & Screwed opera and tasting event. The music was then shared on Spotify with each listen and download spurring donations to the Community Music Center of Houston.

Impact

A once in a lifetime event that truly captured the extra rare essence of Chopped & Screwed and the craftsmanship of Crown Royal 18. Organic Social Results: All pre-event Instagram Reels averaged 21k views (higher than estimated 12k views based on CR Reels 6 month rolling benchmark) PR Results: 15 EARNED PLACEMENTS (KPI Hit), 229M+ IMPRESSIONS EARNED (+358% KPIs), 376 PRESS RELEASE PLACEMENTS (+84% KPIs) Funds raised: $25,000

Client

Diageo

Brand

Crown Royal

Agency

Taylor Strategy, VaynerMedia, BrandNew, PHD

Production Company

BOLT

Director

Nate Simmons

Creative Director

Felton Brown, Juan Pablo Dominuez

Services

Creative, Production, Post